How To Improve SEO On Your Shopify Site

1. Conduct a thorough SEO audit

Before making any changes to your Shopify store, it’s essential to begin with a comprehensive SEO audit. This audit will allow you to pinpoint what’s working and identify areas where improvements can be made.

On-page SEO

Make sure your page titles, meta descriptions, header tags, and URLs are properly optimised. Your title tags should include relevant keywords, but ensure they still sound natural for users. Meta descriptions should be compelling and informative, providing a clear reason for users to click on your page.

Site speed

Google’s Core Web Vitals play a key role in ranking websites. A site that loads slowly can result in a high bounce rate, which negatively impacts SEO rankings. Use tools like Google PageSpeed Insights to identify factors slowing down your site and implement recommendations such as image optimisation, browser caching, and reducing JavaScript usage.

Mobile-friendliness

In the UK alone, 78% of all online purchases are made via mobile devices. As mobile-first indexing becomes the norm, ensuring that your Shopify store is fully responsive and mobile-friendly is non-negotiable. Shopify’s themes are typically responsive, but you should test it yourself using Google’s Mobile-Friendly Test.

2. Optimise your product descriptions

Product descriptions are critical for both your customers and search engines. Google cannot “see” your products in the way a customer can, so it relies on your written content to understand what you’re selling and how relevant it is to certain searches.

1. Write unique product descriptions: Avoid using the same product descriptions provided by manufacturers. Google rewards unique, engaging content, and well-written descriptions that provide value to your customers will also help them decide to make a purchase.
2. Include relevant keywords: Integrate target keywords into your product descriptions naturally. This helps search engines understand the relevance of your products to certain search terms. For example, if you’re selling “14K white gold engagement rings,” make sure to include this keyword in your product titles and descriptions.
3. Highlight features and benefits: Customers are more likely to purchase a product if they understand how it will benefit them. For example, instead of simply stating the material, explain how the 14K gold enhances durability and shine, or how it complements specific skin tones.

3. Focus on keyword research

Effective keyword research forms the foundation of any SEO strategy. Without understanding which search terms your potential customers are using, it’s difficult to optimise your content.

Use tools like Google Keyword Planner, Ahrefs, or SEMrush

These tools can help you discover high-ranking keywords for your industry. Don’t just aim for high-traffic keywords; target long-tail keywords as well. These are more specific and typically have lower competition but higher conversion potential. For instance, instead of targeting a broad term like “engagement rings,” focus on “affordable 14K white gold engagement rings.”

Consider search intent

Think about what your potential customers are looking for when they search for certain keywords. Are they looking for information? Are they ready to make a purchase? Tailor your content to meet the intent behind the search terms to ensure your site attracts the right kind of traffic.

4. Enhance site structure and navigation

A well-organised site structure not only provides a better user experience but also improves search engine crawlability. If search engines can easily navigate and index your site, your chances of ranking higher improve significantly.

• Create clear categories and subcategories: For example, if you run a jewellery store, you could have categories like “Engagement Rings,” “Wedding Bands,” and “Necklaces.” Each category should have a clear, relevant description and contain products with related tags.
• Use breadcrumb navigation: Breadcrumbs help users track their path on your site and make it easier for search engines to understand the structure of your site. This also reduces bounce rates and improves your site’s UX.
• Improve internal linking: Internal links help search engines understand the relationships between your pages and help distribute link equity across your site. Include links to related products, blog posts, or informational pages within product descriptions or other content.

5. Create high-quality, engaging content

Creating valuable, high-quality content is one of the best ways to build brand authority and improve organic traffic. Blogs, guides, and resources not only help with SEO but also keep visitors engaged on your site longer, which can reduce bounce rates and improve your rankings.

Start a blog

Write posts about topics that are relevant to your audience. For example, if you sell jewellery, you could write about “How to Choose the Perfect Engagement Ring” or “The Best Wedding Bands for Every Budget.” Blogging gives you an opportunity to target long-tail keywords and answer common customer questions.

Use content to showcase your products

Create landing pages or guides that go beyond just listing products. For example, an “Ultimate Guide to Engagement Rings” page could include various products that link to individual product pages. This enhances SEO while providing value to your visitors.

6. Improve technical SEO

Technical SEO ensures that your website’s infrastructure supports search engine crawlers and provides a seamless experience for your visitors.

• Optimise URL structure: Shopify allows you to customise your URLs. Instead of generic URLs like /product-12345, modify them to be more descriptive, such as /14k-white-gold-ring. Descriptive URLs make it easier for search engines to index your pages and can improve click-through rates.
• Submit your XML Sitemap: Shopify automatically generates an XML sitemap, but you should submit it to Google Search Console. This helps Google index your pages quickly and efficiently.
• Fix broken links and 404 errors: Broken links can hurt your SEO and frustrate users. Regularly monitor your website for broken links using tools like Google Search Console or Screaming Frog, and fix or remove any that you find.
• Optimise for Schema Markup: Implementing structured data or schema markup on your site provides search engines with more detailed information about your products, such as price, availability, and reviews. This can lead to rich snippets appearing in search results, which enhances your click-through rate.

Related read: What Is Schema SEO?

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7. Focus on backlinks

High-quality link building is one of the most effective ways to improve your site’s domain authority and rankings. Backlinks act as endorsements, telling search engines that your content is trustworthy and valuable.

Build relationships with influencers

Reach out to influencers or bloggers in your niche to get backlinks from their websites. A well-placed backlink from a reputable site can significantly boost your SEO.

Guest blogging

Guest posting involves contributing articles to relevant, high-authority blogs in your industry, which can result in backlinks to your Shopify store, increasing your site’s credibility and authority in the eyes of search engines.

Digital PR

Digital PR is another effective way to secure backlinks. Press releases, media coverage, and outreach to journalists can help you secure valuable mentions and links from trusted news outlets.

8. Monitor and adapt

SEO is not a one-time task; it’s a long-term strategy that requires constant attention and adaptation. Regularly monitor your Shopify site’s performance and make adjustments based on the results.

• Use Google Analytics and Google Search Console: Track your website’s performance to see which pages are performing well and which ones need improvement. Google Search Console can also alert you to any technical issues that may be affecting your rankings.
• A/B testing: Test different headlines, product descriptions, and CTAs (calls to action) to see what resonates best with your audience. Use this data to refine your content and improve conversion rates.
• Stay up-to-date with SEO trends: SEO best practices are constantly evolving. Keep up with algorithm updates and adjust your strategy to stay ahead of the curve.

Watch the orders roll in!

Improving SEO on your Shopify site is a multi-faceted process that involves optimising every part of your online store, from content creation to technical enhancements. By focusing on keyword research, on-page SEO, content creation, and link-building, you can significantly improve your site’s visibility and attract more customers.

As your Shopify store gains organic traffic, your conversion rates will improve, leading to increased sales and business growth.